The Opportunity for Business

Business ﬁnds itself today in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide. In the face of change, it is business that is the most trusted to keep pace — more than NGOs, government, or media.

Moreover, in 2016, no institution recorded a larger gain in trust among the general population than business — a phenomenon aided in part by a gradual recovery of the ﬁnancial services sector. Registering an eight-point rise over the last ﬁve years, ﬁnancial services moved to 51 percent in 2016, a larger gain than any other sector.

Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman owns specialty firms Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, experiential), a joint venture with United Talent Agency.